Organic foods consumers in Hong Kong

Asian organic foods consumers’ behaviour is worth investigating to sustain the continuous growth of organic foods consumption. Hence, Fiona has the ambition to employ the innovation diffusion theory to profile and understand organic foods consumers in Hong Kong in her research proposal. The process of writing an acceptable research proposal is challenging, tedious and time consuming as depicted in Fiona’s experience. Hence, this case study provides the opportunity for educators, students, and organic foods sellers and retailers to discuss and address Fiona’s challenges.